Marketing Meets Customer Experience: Insights with Dan Gingiss

Introduction

Hey everybody, this is Neil Schaefer and welcome to another live streaming edition of the Your Digital Marketing Coach podcast! Every now and then, I love to invite back old friends who have a lot to deliver to the audience. Today, I'm thrilled to have my friend Dan Gingiss back on stage. For context, Dan was previously on episode 138, five and a half years ago before COVID, and back then, he was talking about customer experience marketing. Today, Dan returns to discuss the evolving landscape of customer experience marketing, especially in light of COVID and generative AI.

Dan Gingiss and I go way back, almost a decade, from the days when I spoke at a Motorola Solutions conference in Chicago. Our shared background in corporate life and the transition to successful authors, speakers, and consultants bonds us. Dan is someone like myself who began in the corporate world, left the comfort of it, and has been thriving independently. Though he's a Chicago Cubs fan, his insights and work in customer experience marketing are top-notch.

What is Customer Experience Marketing?

Dan's current endeavor is customer experience marketing, a concept that was more esoteric five years ago but has now become democratized. Customer experience is now a topic of conversation among all businesses, regardless of size or budget. Dan observes that good customer experience can often be linked directly to better marketing and sales outcomes.

How to Implement Customer Experience Marketing on a Budget?

Dan emphasizes that customer experience doesn't have to be a massive, expensive endeavor. Instead, it can be seen as a series of little things. These 'little things' can be low-cost, quick initiatives that significantly impact customer satisfaction. For example, a personalized experience can make a huge difference — think Starbucks making your order before you reach the counter.

One of the key takeaways from Dan’s talk is that customer experience can be improved without a hefty budget. Small businesses should think creatively about ways to make their customer interactions memorable. Little actions, small gestures, and personal touches can go a long way in making customers feel valued.

ROI and KPIs in Customer Experience Marketing

One of the main challenges in implementing a customer experience program is measuring the ROI and tracking KPIs. Dan advises focusing on Customer Retention Rate as a primary KPI, considering it a critical metric. The concept of the 'Leaky Bucket' — customers leaving without disclosing why — is vital. Identifying leaky points in the customer journey can help improve retention rates significantly.

Dan highlights the importance of listening to the customer (VOC) and analyzing customer actions (AOC) to get actionable insights. He encourages businesses to engage in more proactive communication with customers, especially those showing signs of dissatisfaction.

How Good Customer Experience Marketing Can Benefit Marketing and Sales

A robust customer experience strategy not only helps in customer retention but also aids in word-of-mouth marketing, which is considered one of the most effective forms of marketing. Dan points out that a good customer experience reduces the burden on marketing and sales teams and provides authentic, user-generated content that can be utilized for promotional efforts.

Real-Life Examples: Sipsmith Gin

An excellent real-life example is Sipsmith Gin, which changed the way potential customers sampled their product by introducing an immersive and personal experience. This led to a sharable moment, naturally encouraging customers to talk about their experience, thus enhancing word-of-mouth marketing.

Dan Gingiss' New Initiatives

Dan is introducing new initiatives such as 'Little CX Ideas,' offering actionable insights on minor customer experience improvements. He’s also launching a new keynote on the impact of AI on customer experience and providing a CX inspection service to help businesses take concrete actions based on customer feedback.

For more details, you can reach out to Dan at www.dangingiss.com or connect with him on LinkedIn.

Keywords

• Customer Experience Marketing
• ROI
• KPIs
• Leaky Bucket
• AI in Customer Experience
• Little CX Ideas
• Immersive Experience
• Word-of-Mouth Marketing

FAQ

Q: Who is Dan Gingiss? A: Dan Gingiss is a speaker, author, and consultant specializing in customer experience marketing. He has a corporate background and has moved to independent consultancy, focusing on enhancing customer experiences.

Q: What is Customer Experience Marketing? A: Customer Experience Marketing is a strategy that aims to improve customer interactions and satisfaction, which, in turn, fosters word-of-mouth marketing and customer retention.

Q: How can small businesses implement customer experience marketing on a budget? A: Small businesses can focus on small, impactful actions like personalizing customer interactions and identifying opportunities for memorable experiences without a hefty budget.

Q: What are the KPIs for measuring the effectiveness of Customer Experience Marketing? A: A primary KPI is the Customer Retention Rate. Additionally, analyzing customer feedback (VOC) and actions (AOC) can provide valuable insights.

Q: How does good customer experience marketing benefit marketing and sales? A: Good customer experience marketing aids in word-of-mouth marketing, reduces the burden on marketing and sales teams, and provides authentic, user-generated content for promotional use.

Q: Can you provide a real-life example of excellent customer experience marketing? A: Yes, Sipsmith Gin's approach to providing a unique sampling experience at festivals instead of traditional store samplings serves as an excellent example of immersive customer experience marketing.

Q: How can I contact Dan Gingiss? A: You can reach Dan Gingiss at www.dangingiss.com or connect with him on LinkedIn.